TY  - GEN
AU  - V. S. Ramaswamy and S. Namakumari
TI  - Marketing Management : Indian Context Global Perspective: V. S. Ramaswamy and S. Namakumari
SN  - 9789352807383
U1  - 658.8 
PY  - 2018///
CY  - New Delhi
PB  - Sage Publications India
KW  - Marketing -- India -- Management
N2  - Contents
Understanding marketing as a value delivering task
Studying marketing environment
Contemporary Indian marketing environment
Developing marketing strategy and plans
Strategic planning at corporate level and marketing planning at business level
Formulating marketing strategy
Analysing industry and competition
Differentiating and positioning the market offering
Analysing consumers and selecting markets
Consumer behaviour and buying-decision process
The Indian consumer
Segmentation and targeting for maximising customer value
Creating customer value : managing the product
Product management : the fundamentals
Managing brands and building brand equity
Introducing new products and innovations
Marketing of services
Delivering customer value : managing distribution
Managing distribution logistics
Designing and managing marketing channels
Retailing : perspective of the retailer/​retail chain
Direct marketing and digital marketing
Communicating customer value : integrated marketing communications
Managing mass communications : advertising, sales promotion and digital communications
Managing personal communications : personal selling and sales management
Customer relations management (CRM)
Capturing customer value
Pricing
Supporting and controlling the marketing effort
MIS and marketing research
Demand forecasting and marketing control
A special field in Indian marketing
Rural marketing in India : potential, challenges and strategies
Notes
References
Index
ER  -